Advertising & Marketing
Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.
Technology is the means to transformation, not an end in itself. Rigid internal structures impede many organizations' digital transformation efforts.
In the latest episode of "Behind the Numbers," we're talking about ad viewability with Andy Evans, CMO of Sovrn. In an interview with principal analyst Lauren Fisher, Evans discusses the intricacies of viewability and offers some surprising data about which ads actually engage users’ attention.
In the latest episode of "Behind the Numbers," we're talking about consumer trust in brands and digging into data from a survey by data platform Jebbit. We're joined in the studio by Jebbit co-founder Jonathan Lacoste to discuss which brands have succeeded in winning customer trust, which have failed, and why.
There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.
Over-the-top video inventory demand is very strong, but the supply of impressions is limited. This has created an opportunity for fraudsters to trick advertisers into buying inventory that does not really exist.
The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.
Data privacy battles are heating up now that a group of US senators are asking regulators to investigate how telecom firms are selling people's location data.
Corporate social responsibility appeals to millennials—a generation of researchers who value authenticity, transparency and reliability.
In the latest episode of eMarketer's "Behind the Numbers," we're joined by Linda Yaccarino, chairman of advertising sales and client partnerships at NBCUniversal. Speaking with eMarketer’s Paul Verna, Yaccarino discusses a wide range of topics, including the need to reduce ad loads, the marketplace impact of new brands and the debate over measurement.
That’s the date the International Bureau of Weights and Measures has designated as the transition to a new definition of the kilogram. What does the kilogram have to do with TV ad measurement? It illustrates the need to update old standards to reflect new technologies and user behaviors.
Netflix is still the king of streaming, but will its subscription-based model be able to sustain the business as cheaper, ad-supported platforms enter the streaming space?
One of the biggest trends in advertising this year will be consumer privacy and security concerns, which has forced marketers to get their data houses in order.
Dismayed by a shortage of high-quality bras, and limited store inventory, Heidi Zak co-founded the direct-to-consumer (D2C) startup ThirdLove in 2013. The mission was simple: make shopping for a bra a better experience. With a strong focus on personalization, ThirdLove stocked a wide range of sizes and styles and used customer data to create an innovative buyer journey.
In the latest episode of eMarketer's "Behind the Numbers," Principal Analyst Lauren Fisher examines the effect of the data privacy debates on the digital ad business. How much change will be driven by regulation, and what changes will marketers impose on themselves?
As use of AI grows (27% of executives in a PwC study have already implemented AI), so do calls for ways to interpret how AI models make decisions. This has given rise to a new buzzword: explainable AI, which refers to algorithms that make decisions humans can explain. PwC, for example, says it “integrates risk mitigation and ethical concerns into algorithms and data sets from the start.”
B2Bs aren't traditionally big spenders on digital ads, but industry experts and our forecasts indicate that 2019 will be a year of growth.
TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.
Consumers don’t fully trust retailers with their data. But, they’ll put their reservations aside for the right price.
Out-of-home advertising is weathering the digital storm better than other legacy ad mediums. It offers measurability and continues to evolve by embracing digital technologies like automated ad buying.